NIKE PRESENTATION

Nike rise in popularity

Done by: Bernardo Meireles and Gustavo Linhares Ribeiro

INDEX

01 Origins

02 Marketing strategies

03 Athletes with contracts

Origins

• Nike was born in the trunk of the car in the photo. There, Phil Knight took the sneakers he imported from Japan to sell door to door;
• His journey with the company began in 1964 (Blue Ribbon Sports). In 1971, company’s name changed to the current name;
• Nike became what it is today because of a choice of positioning. When it was born, Puma and Adidas were already established companies;
• To grow in this field, Nike decided to bet on the biggest sports stars;
• However, at the beginning, there was no money for Nike to bet on sports stars, for that, Phil Knight was looking for the “stars of the future”;
• Nowadays, they continue doing it, signing contracts with young athletes

Nike marketing

• Since its founding, Nike has stood out for its bold advertising campaigns, which caught the public's attention and created an emotional connection with consumers. But the difference between Nike's marketing strategies goes far beyond advertising. The company is known for its ability to innovate and adapt to market changes, always putting the customer first;
• It has an amount of strategies, such as:
• Influencer marketing: This is one of Nike's main marketing strategies. The brand uses digital influencers to promote its products and increase the brand's visibility on social media. It often chooses renowned athletes, celebrities and influencers to promote its products. Nike uses influencer marketing to increase the brand's visibility on social media, gain new followers and promote products in a creative and inspiring way;

• Sponsored sporting events: Nike has always been present at sporting events (ex: Nike Women’s Marathon). It sponsors several events and renowned athletes. Nike uses sponsored sporting events as a way to position itself as a company that cares about sport and the well-being of the athletes and general public. This strategy helps the brand to be seen as a reference in the sports market;
• E-commerce: The brand has invested significantly in its e-commerce platform to improve the user experience. Nike's website is easy to navigate and offers a wide selection of products (activewear, footwear and equipment). Furthermore, the brand has used innovative technologies to improve the user experience, such as Nike Fit, which uses AI technology to help customers finding the right shoe size, which helps Nike collecting data about customers and personalizing offers/promotions for them.

Cristiano Ronaldo

By having this long-term agreement, Nike has bet on positioning the CR7 brand as an icon in the world of sport and football. Few details have been revealed about the agreement, but we only know that a guaranteed sum of $1 billion has been agreed, however, no further details are specified

lebron james

Nike recently confirmed a lifetime endorsement agreement with LeBron James, which some estimates have valued to be worth in excess of $500 million. This new deal extends a relationship between both that started in 2003 when the then-high school senior signed a 7-year contract that was reportedly worth $90 million. This is the first lifetime deal in Nike's history.

Michael Jordan

Jordan’s 2023 pay cheque from Nike has reached an absurd level. The NBA icon was in October recognised as the first ever athlete to crack Forbes’ annual list of the 400 richest people in America with his net worth soaring to $4.7 billion. His contract with Nike is well known to have been the real source of his wealth. Details of the agreement surrounding the Jordan brand with sports business guru Joe Pompliano pointing out Jordan’s pay cheque from the deal will nearly hit $330,000 million this year.

Conclusion